Brand Experience – Studio Odeonsplatz by Mercedes-Benz


Studio Odeonsplatz by Mercedes-Benz – As part of a long-term cooperation, Mercedes-Benz and LIGANOVA have launched the first Programmatic BrandExperience Space in Munich, comprehensively tailored to the needs of a modern and digital-savy target audience.

A prototype for innovative and connected content hubs, Studio Odeonsplatz offers a unique approach to brand experiences in creativity, art, content and digitalization. The immersive and ever-changing “walkable Instagram space” spreads across 400 m², redefines the future of urban physical brand spaces while building a local and global community.

The store is transformed into a phygital media space: At Studio Odeonsplatz everything – from the concept and infrastructure to the entire brand communication – is understood as a media space that is filled with content that has a new quality: curated and immersive; from physical to digital and constantly changing.

The space is topped off with a coworking & community area as well as premium hospitality provided at the deli bar in collaboration with Michelin-starred Mural Restaurant.

Studio Odeonsplatz by Mercedes-Benz is the prototype of a networked content hub and the future of commercial brand spaces.



The whole space is an interface that's brought to life through curated content. For the temporary campaigns, LIGANOVA’s content experts curate designers, artists, technologists and creative makers to tell interactive brand stories and showcase cutting-edge installations that reflect the zeitgeist and drive in-store interaction to the next level. LIGANOVA is also responsible for the development of the overall campaign themes and various formats.

Studio Odeonsplatz | Interactive Intelligence | TempCampaign
Studio Odeonsplatz | Interactive Intelligence | Phygital


Studio Odeonsplatz blends the analog and digital worlds, and fosters the exploration of never-seen-before phygital experiences. LIGANOVA developed the in-location app EXOS that connects the space with changing digital content and turns it into an interactive stage, ensuring the ultimate connected visitor journey.

Studio Odeonsplatz is the prototype of a networked content hub and the future of commercial brand spaces.


This newest campaign in Studio Odensplatz is all about hidden powers and people working behind the scenes to shape the reality we live in. The big picture is driven by so many small elements that create, shape and complete the world. Hidden Heroes uses the space to make some of these elements visible, to show the visitors what interesting details are often being missed by only looking at the bigger picture.

Through the art and design which is displayed in the new campaign, different perspectives, people and technologies are shown to make these hidden heroes clear. One of the key elements is the art installation of the Berlin-based artist Dirk Bonn, who is known as art director and for his specialty in 3D-experience and sculptural installations.

For this art project, he used the Li-ion battery cell from a Mercedes EQS drive carrier, impressively enlarged and presented as a space-filling, high-gloss art object.. The Li-ion battery is a part of the GLC, also displayed at Studio Odeonsplatz. Through the unique use of the battery, the message of the campaign is transferred: One small element of the car is a hidden hero for the overall use of it. Dirk Bonns art piece expresses the combination of sustainability, electric mobility & digitalization – key topics in the Hidden Heroes campaign.

Since nature is an important sub-theme, the other elements show the natural and organic thoughts behind it while also supporting the key art elements. Besides the art of Dirk Bonn, another artist is featured in the space. Janet Echelmann is an artist working with different materials to create nets which are not just beautiful to look at but also create an experience. Right now at Studio Odeonsplatz a smaller version of her creation “skies painted with unnumbered sparks” is installed, which was displayed in 2014 in Vancouver. Her signature way of creating the artwork inside Studio Odeonsplatz shows the connection between people and the physical planet.

Since normally most of her artwork is installed outside to interact with nature itself, Janet Echelmann is working together with the invisible forces of nature, like wind, gravity and light. This interaction between art and nature makes the experience with her art unique and a perfect match for the message of Hidden Heroes.



Our past campaign “Shine on” created a space to reconnect us, the people, with the cosmos, invoking a sense of wonder and limitlessness. Featured artist Sara Shakeel supported this thought with her artwork which shows real-life objects in a new, dazzling light. Her main art piece brought to life a Mercedes-Benz SL 320 with crystal illusions – creating a unique phygital experience, placing the visitor somewhere between fiction & reality with a little sparkle.



“Interactive Intelligence” stepped into the modern interaction of man and machine. As machines are becoming of increasing importance and power, especially due to the implementation of AI technology, at the same time, social connections between humans are shifting to the digital realm. At its heart, the campaign featured the engaging installation The Future of Secrets by Sarah Newman.


‘Projekt Geländewagen’ is the first outcome of a unique collaboration between Mercedes-Benz Chief Design Officer Gorden Wagener and Virgil Abloh, Chief Creative Director and Founder of Off-White and Men’s Artistic Director of Louis Vuitton. This legendary design piece combining the worlds of fashion, art & automotive in an unprecedented way was exhibited at Studio Odeonsplatz for 4 weeks.



The second campaign ‘New Awakening’ was intended to encourage new visions. Cooperation partner was the renowned Berlin-based flower art label “Studio Mary Lennox”. Ruby Barber, its founder and creative director, transformed Studio Odeonsplatz into a modern, seasonal space with an exclusive installation of botanical art and a staging of the vintage and iconic “Mercedes 300 SL”.


The launch campaign was ‘Silver Garage’, a theme that fused freedom, openness and maker optimism to spark inner drive. The concept featured a collaboration with Berlin-based experience lab Studio of Wonders which translated the campaign theme into instagrammable visual statements, interactive photo settings and installations at the studio.

Liganova | Odeonsplatz | Gif Silver Garage 01

Interested? Get in touch with us for your next Experience Space!

Contact Us!